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The Role of Perception of Time in Consumer Research

Robert J. Graham
Journal of Consumer Research
Vol. 7, No. 4, Special Issue on Consumption of Time (Mar., 1981), pp. 335-342
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488687
Page Count: 8
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The Role of Perception of Time in Consumer Research
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Abstract

Consumer decision process models seem to assume a particular perception of time usually associated with European-Americans. The models need to be expanded to be really applicable for people who hold different perceptions of time. This paper reviews three different perceptions of time, and shows how changes in the models are necessary to accurately understand the behavior of people who hold these different perceptions.

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